At the 2009 YDA Biennial Convention in Chicago, Manhattan Young Democrats gave a training on how to run a legislative action campaign, both online and offline, with a focus on their New Yorkers for Marriage Equality efforts. Please send comments to info (at) gomyd.com Visit our blog at http://gomyd.com Follow us on Twitter: http://twitter.com/gomyd

1. Community Organizers Take on Marriage Equality Manhattan Young Democrats Friday, August 7, 2009 2009 YDA Convention

2. What are we going to talk about? MYD’s campaign: New Yorkers for Marriage Equality How your chapter can help pass marriage equality in your state…

3. First: What’s Up In Your Org? What is the consensus of your membership re: Marriage Equality? (two ways to move fwd) Entire Org Effort Caucus or Sub Group Effort

4. Research History of Marriage Equality efforts in your state Current Whip Count: Governor Legislators Influential Orgs Unions Progressive Lobbying Orgs Etc

5. Coalition Building Identify Potential Partners LGBT Orgs Local State (see hrc.org directory) National - HRC, Stonewall Dems, Lamda Legal, Log Cabin (!) - Regional/State rep or steering committee ACLU (State Chapter – visit aclu.org for info) Other YDA Chapters in state Dem/College/Youth Orgs Fundraisers, Ideologically Aligned Media

6. Assess Strengths + Weakness (Of Your Coalition) STRENGTHS Lobbying Power, Government Contacts Field Expertise New Media Press Outreach/Contacts

7. Assess Strengths + Weakness WEAKNESSES Lobbying Power, Government Contacts Financial/Influence Interests Geographic Presence Demographic Scope Incompetence Landmines

8. Action Campaign Specific Action Item like a bill, an election, not just “Gay Rights” Target? Who? What? Full Marriage, Civil Unions, Etc We Did: State Senate Method? We Did: Constituency Activation

9. Planning: Strategy & Communications Branding/Marketing Simple Focus Messaging/Communications Outreach, Earned Media Timing & Timeline Measures of Success

10. Planning: Build Your Team Lean on your Coalition Determine Responsibilities within Coalition Obtain Time Commitments! Intercommunication/Synchronicity

11. MYD’s Team for NY Equality Al President Chas Creative & Tech Beth Communications Emmy New Media Julie Social Media Shannon Video Andrew Communications Gloria Social Media Taylor Pride Parade

12. Planning: New Media Site Design Simplicity Domain Name Install Google Analtyics (It’s FREE!) http://newyorkequality.com

13. Planning: Demopolis What kind of call to action will you use? NYers for Marriage Equality: Letters & Calls How will you configure it?

14. Planning: Communications Write press releases for major events, including campaign launch (email comm@gomyd.com for samples) How to spin your story to get it picked up Send the press releases to MSM, blogs, etc. Hit issue-related media & blogs (e.g. Change.org, Towelroad, HRC blogs) Get creative: Perez Hilton helped out MYD

15. Planning: Facebook Set up a fan page (Why not a group?) Branding same as site How often should you status update? What kind of content should you post? Suggest to friends” to grow your network

16. Planning: Twitter Choose your hashtag. Less characters is better: #nyequality Build a following for your account & hashtag Use your chapter’s account Hootsuite.com More questions on how to use twitter? Email social@gomyd.com

17. Planning: Other Social Media Tactics Comment seeding Reach out to other facebook fan pages, groups, communities Communicate with other activists who focus on your issue using Twitter Post to email lists Use your network to get the word out – you’ll be surprised how much friends & former employers will help out (CNN, DailyKos, etc.)

18. How to Use Your Connections to Elected Officials Press Release/Conference Media Favors/Contacts Event Co-Participation Marches/Rallies Letter Delivery

19. Planning is Done: It’s Launch Time Hit all your messaging and contacts on the first day What worked for MYD Press release Keep using your network of contacts to your advantage, “after the splash” Use analytics, tracking and feedback to see how you are doing

20. Keeping it going and ROI Blog/Newsletter Support React to News News stories posted to Facebook Releases for major events Continue to grow your Facebook page Use your twitter hashtag. Show up at (& promote) events related to your issue.

21. What’s Next for #nyequality? “Take the Pledge” (in production now) An additional round of action if bill comes to a vote in September If not this year, we’ll be back at it for the 2010 legislative session.

22. How can your chapter help? In New York State? Join our alliance Direct your members to http://newyorkequality.com Not in New York? Start your own campaign! Reach out to other local YDA chapters, HRC, your state’s ACLU chapter, Courage Campaign and others for partnerships.

23. Thanks! Questions? Al: president@gomyd.com Chas: creative@gomyd.com Emmy: newmedia@gomyd.com Julie: social@gomyd.com Follow us on Twitter: http://twitter.com/gomyd Become a fan: http://facebook.com/gomyd